A digital marketing strategy is not an add on or optional component of a business in 2020. It is a requirement.
Take a look at these statistics from The Pew Research Center from June 2019:
72% of Americans use some form of social media
The age gap for users has closed:
90% of 18-29 y/o use social media
82% of 30-49 y/o use social media
69% of 50-64 y/o use social media
40% of 65+ y/0 use social media
YouTube and Facebook are the most widely used and the users on these two platforms represent the whole population more closely than other platforms.
74% of the population uses Facebook daily
63% of the population uses Instagram daily
51% of the population uses YouTube daily
Part of a good marketing plan will have a large digital marketing component.
Digital Marketing, is Just a Facebook Page, right?
A digital marketing strategy is just the business’s goal via digital avenues such as their website, social media and email campaigns. This can include an increase in leads through the website or an increase open rate for emails or increase in followers, and so on.
Before a company can set goals, it must know its status quo. Websites, social media sites and email hosting sites all offer analytics. Companies should use these analytics to know where they are. Then they can determine their goals.
Once the goals are set, a business needs to define the steps they will take to reach those goals.
The person in charge of defining the steps to those goals and the person responsible for the execution of those steps, should have working knowledge of how social media works; what SEO is and how to create quality content for web pages, social media sites and email campaigns.
Learn about SEO
Search engine optimization is a process to get free and organic internet traffic. Like social media, it requires an understanding of target audience.
Business owners have to know what keywords potential customers will be searching and how to leverage those search words effectively and naturally. While robots are deciding where web traffic goes, humans are reading the content. Too often those new to SEO over use search words. Generic and automated content can turn potential customers off.
Marketing is a huge industry and a growing area of study. No one will learn everything needed from a blog. This is simply a starting point to highlight the low cost, high yielding ways to market a business. Learning how is easier than ever with the advent of the internet.
Creating Valuable Content
Research tells us that a large majority of the population, across all generations, use social media daily. This is a great deal of information people are soaking in. But how much of it really sticks?
Creating sticky content is critical in marketing, and because of the fast moving pace and ubiquity of online content, what is sticky changes frequently. Keeping up with these trends and knowing what works for your target audience is the business of PTM. Creating fresh, relevant and engaging content which is embedded in your company’s mission and brand.
Creating a plan, defining the steps and executing the plan are time consuming and for many require a dedicated person on the job. While this may not be a full time job for many companies, it does require someone with marketing know-how and the desire to stay up to date with social media, email and website developments.
But businesses have been marketing for centuries; it has always been part of the landscape. And like most things that stay relevant, it has changed with the times.